In the Super Bowl spot, called “Save It”, the E*TRADE Baby demonstrates
just how much money is at stake in hidden 401(k) account fees by playing
out over-the-top spending sprees that could be paid for with the money
spent on fees. In the end, the Baby offers a better idea, “come to
E*TRADE, and Save It.”

“Grounded in the idea of investor empowerment, we are excited to bring
back the E*TRADE Baby with a memorable and iconic ad that encourages
investors to take control of their financial futures by avoiding
unnecessary expenses,” said Nick Utton, Chief Marketing Officer of
E*TRADE Financial Corporation.

“We hope this commercial, in addition to our full marketing campaign,
serves as a wake-up call for investors to take a serious look at their
investments and associated costs, reminding them that E*TRADE can help
them achieve their investing and retirement goals for less,” Utton added.

The Baby ad is part of a comprehensive new marketing campaign spanning
television, print, online, and social media, which will include:

A second new Baby television spot

A series of Investing Solutions television commercials, recently
launched, to highlight the wide range of investing and retirement
solutions available at E*TRADE

Super Bowl is a registered trademark of the NFL and is used here for
factual purposes only.

E*TRADE FINANCIAL Corp. and its affiliates are not affiliated with the
Super Bowl.

CBS is a registered trademark of CBS Broadcasting Inc.

CNNMoney.com is a trademark of Cable News Network, Inc.

WSJ.com is a registered trademark of Dow Jones & Company, Inc.

MSN.com is a trademark of Microsoft Corporation.

Yahoo! is a registered trademark of Yahoo! Inc.

Google is a registered trademark of Google, Inc.

YouTube is a registered trademark of Google, Inc.

Facebook is a registered trademark of Facebook, Inc.

Twitter is a registered trademark of Twitter, Inc.

You must be 18 years of age to open an E*TRADE Securities account.

About E*TRADE Financial

The E*TRADE Financial family of companies provides financial services
including online brokerage and related banking products and services to
retail investors. Specific business segments include Trading and
Investing and Balance Sheet Management. Securities products and
services, including retirement accounts, are offered by E*TRADE
Securities LLC (Member FINRA/SIPC).Bank products and services are
offered by E*TRADE Bank, a Federal savings bank, Member FDIC, or its
subsidiaries. More information is available at www.etrade.com.